Canada’s budding marijuana industry doesn’t expect Ottawa to embrace ads for weed on billboards or television screens once new legalization legislation is introduced next spring, according to the president of Canada’s highest-profile pot company.

Mark Zekulin of Tweed Marijuana Inc. says he would rather see the Liberal government’s task force on legalizing pot focus on packaging guidelines that will help Canadians enjoy legal weed safely.

“It certainly shouldn’t be advertised like a book or a box of cereal, but I think there is a need to ensure that producers can explain to the customers what they are getting, because it’s a very complex product,” Zekulin told CTV News Channel.